Influences of blogs
Date Issued
2007
Date
2007
Author(s)
Chen, Yu-Jyun
DOI
en-US
Abstract
Blogs are growing at an amazing speed and they have become a popular media for communication through the Internet increasingly. Blogs are featured with “user created content”, by which that the content can be contributed by anyone who has access to blogs. In particular, the main content of most blogs carries a lot of personal experiences. Therefore, blogs can be regarded as an electronic word-of-mouth platform for people to express their personal experiences about products and services. The main purpose of this study was to investigate the influence power of information released in blogs onto readers and the moderating effects of readers’ domain knowledge related to the information. It is hypothesized that experts readers are more likely to be affected by the information quality of blog articles and novices will tend to be influenced by bloggers credibility because they don’t have enough knowledge to judge the information quality of blog articles. A two (low/high information quality) by two (high/low blogger’s credibility) by two (expert/novice reader) experiment was conducted and the data was analyzed by MANOVA and ANOVA. The experimental results show that high-quality blog article causes greater influence power than low-quality one, for experts, but not for novices. On the other hand, high blogger’s credibility causes stronger influence power than the low-credibility one, for novices, but not for experts. The empirical results strongly support our hypotheses.
Subjects
部落格
影響力
來源可信度
讀者知識
Blogs (weblogs)
Influence power
Information quality
Source credibility
Expertise
Type
other
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